Standard Innovation Acquires Norwegian Brand, Laid

OTTAWA, Ontario — Standard Innovation has announced the acquisition of Laid AS, the Norwegian designer and manufacturer of the Laid brand sex toys.

Laid creates products for men, women and couples, using body-safe materials and responsible manufacturing and packaging.

“Laid’s well-designed, premium-quality products perfectly compliment the We-Vibe brand,” said Frank Ferrari, president of Standard Innovation. “Laid co-founders Line Andersen and Karianne Ellekrans, have built a strong foundation for the brand and have an excellent reputation in the industry. I am incredibly pleased to have them join the Standard Innovation team.”

Laid products, including penis rings, dildos and vibrators made of silicone and stone are available to distribution partners beginning June 3, the company said. The full product line can be viewed at  

Retailers can find a Laid distributor in their territory at or by contacting their Standard Innovation/We-Vibe sales representative. For more information on Laid products retailers may contact Standard Innovation at or (613) 828-6678.